Dear Shaded Viewers,
SSTYLE DENIM LAB is the triumphant result of Giorgia Cantarini’s relentless vision—a sustainable fashion initiative that she nurtured from its inception as a small Pitti Immagine feature into a full-fledged, Kering-backed powerhouse. The latest edition, debuting at Milan Fashion Week 2025, symbolizes her mastery: an international stage for transformative denim, circular innovation, and rising creative talents.
Giorgia Cantarini is not simply a curator—she is a self-made champion for sustainability, acclaimed for her editorial prowess and her unyielding commitment to ethical practice. Her career is a tapestry of independent journalism, acclaimed styling, and a talent-scout’s instinct—she started working in fashion at a strikingly young age, guided by mentors from Vogue Italia, the New York Times Magazine, and i-D. She was Senior Fashion Editor at L’Officiel Italia and L’Officiel Hommes Italia, a sustainability editor at MF Fashion, and a correspondent for international titles like Rolling Stone, Grazia, and Hunger. Her reputation for nurturing emerging designers through platforms like SSTYLE is broad: more than 40 talents launched, several now commanding the global spotlight.
SSTYLE began as a modest initiative at Pitti Immagine, initially championed by Cantarini with the backing of Kering’s innovation hub. The project focused on responsible brands, ecological materials, and ethical production—a radical stance for its time. Through Cantarini’s personal dedication, tireless scouting, and a flair for communication, SSTYLE quickly gained momentum. Her hands-on leadership ushered the project through its “baby steps,” leveraging Kering’s Material Innovation Lab to provide designers with cutting-edge, sustainable resources and honors once reserved for established luxury houses. Today, SSTYLE stands independently, recognized as a core driver of textile transformation at Milan Fashion Week.
This year’s DENIM LAB is an immersive exhibition dedicated to denim—selected for its iconic status and environmental complexities. Cantarini’s curation places water conservation and regenerative materials at its core, echoing Kering’s Net Water-Positive strategy. Partnered with PureDenim and Tonello, the designers utilize advanced dyeing, washing, and finishing techniques that radically reduce ecological footprints. Each designer, from Jeanne Friot to Phan Dang Hoang, is tasked to push boundaries—creating denim couture that speaks to both rebellion and responsibility.
The exhibition unfolds at Fondazione Sozzani, transformed by a site-specific installation from Mariano Franzetti, pushing the boundaries between fashion and art with recycled denim textiles. Milan Fashion Week thus becomes not just a showcase, but a manifesto—heralding methodologies and materials that will steer luxury’s next chapter.
Cantarini’s signature is her positivity and irreverence—she communicates sustainability in a manner that feels contemporary, never coercive. Her personal journey began in Venice and Milan, where childhood encounters with beauty and art instilled a lifelong drive for creativity and ethics. Shaped by global events, like the Rana Plaza disaster, her professional ethos embraces transparency, crafts responsible narratives, and champions authenticity—whether by cultivating new talent or customizing her own garments from vintage and sustainable textiles.
Giorgia’s own words crystallize SSTYLE’s ambition:
“Denim is a universal fabric, but also one of the most complex in terms of environmental impact. With this edition of SSTYLE, we aim to prove that it’s possible to rethink denim sustainably by merging research, innovation, and creativity. Not just workwear, but couture and cutting-edge design…”
Under Cantarini’s stewardship, the SSTYLE DENIM LAB project not only stands as an independent leader but sets a precedent for how fashion can reconcile artistry with responsibility. Her legacy is reflected in every aspect: from meticulously curated exhibitions, to the new wave of designers she elevates onto the global stage, from high-level Kering collaborations to the public consciousness she shapes.
SSTYLE DENIM LAB is a living testament to Giorgia Cantarini’s vision—proof that from baby steps, with tenacity and conviction, a new model for sustainable fashion leadership can emerge and thrive.
The Designers
For S|STYLE – DENIM LAB, a group of international talents has been selected to reinterpret denim with
creativity, experimentation, and sustainability:
– Institution (Georgia – Italy)
– Gerrit Jacob (Germany)
– Jeanne Friot (France)
– Macy Grimshaw (United Kingdom)
– Nadya Dzyak (Ukraine)
– Sia Arnika (Denmark)
– Gisele Ntsama (Cameroon – Italy)
– Phan Dang Hoang (Vietnam)
Kering
Kering is a global, family-led luxury group, home to people whose passion and expertise nurture creative Houses
across ready-to-wear and couture, leather goods, jewelry, eyewear and beauty: Gucci, Saint Laurent, Bottega Veneta,
Balenciaga, McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ginori 1735, as well as Kering Eyewear and
Kering Beauté. Inspired by their creative heritage, Kering’s Houses design and craft exceptional products and
experiences that reflect the Group’s commitment to excellence, sustainability and culture. This vision is expressed in
our signature: Creativity is our Legacy. In 2024, Kering employed 47,000 people and generated revenue of €17.2
billion.
Material Innovation Lab
Established in Milan in 2013, Kering’ s Material Innovation Lab (MIL) is a research center dedicated to exploring and
implementing sustainable, innovative materials, processes, and technologies. With a comprehensive textile library
aligned with Kering ’ s principles of sustainability and innovation, MIL acts as a catalyst for transformation, supporting
Kering brands and selected partners in adopting validated and tested solutions.
S|STYLE
Founded in 2020 by journalist and independent curator Giorgia Cantarini, S|STYLE Sustainable Style is a platform
designed to connect fashion, responsibility, and a new generation of talent. Over the years, it has presented more
than 40 emerging brands, many of which have since become prominent names on the international scene. S|STYLE
has received consistent attention from the fashion press, establishing itself as a key observatory for identifying
innovative, forward-thinking trends.
Later,
Diane
